NBC has picked up hit daytime drama "Days of our Lives" for its 45th season, keeping the long-running show on the network through the 2010-11 television season, it was announced Monday by Marc Graboff, Chairman, NBC Entertainment and Universal Media Studios."'Days of our Lives' continues to be a favorite of the daytime audience and we are thrilled to keep it going through its 45th season," said Graboff. "'Days' has shown year-to-year increases in key female demographics and remains both relevant and fresh creatively."
Bruce Evans, Senior Vice President, Drama Programming, NBC Entertainment, added, "The producers, cast and crew have worked tirelessly to make 'Days' the ratings success it is today. Today's renewal is a true testament to all of their hard work. We could not be more delighted for them and for the multiple generations of fiercely loyal 'Days of our Lives' fans."
The acclaimed daytime drama will celebrate its 45th anniversary on Monday, November 8.
"Days of our Lives" (Monday-Friday, 1-2 p.m. on WKYC-TV) first premiered as a half-hour drama in 1965 and expanded to an hour 10 years later. Today, it remains a consistent favorite among viewers of daytime television serials and is currently tied for #2 for the season among all daytime dramas in women 18-49 and women 18-34.
Through 25 weeks of the 2009-10 season, "Days" is averaging 3.3 million viewers, its highest average at this point in the season in three years and a 10 percent increase over its audience of one year ago, according to Nielsen Media Research. "Days" is also delivering year-to-year gains among women 18-49 and women 25-54.
In its 44-plus years, "Days of our Lives" has garnered numerous Emmy Awards and nominations, as well as multiple Soap Opera Digest and People's Choice Awards. "Days of our Lives" is set in the fictitious Midwestern town of Salem. The core families are the Bradys, the Hortons and the DiMeras, and the multi-layered storylines involve elements of romance, adventure, mystery, comedy and drama.
